Transcript MARKET POSITIONING for DIAN PLACE

MR. ROBERT COKENG
Chairman
F & J Prince Holdings Corporation
MR. RAFAEL YAPTINCHAY
Executive Vice President
Century Properties Inc.
MR. ROLAND YOUNG
Chairman
RUY Corporation
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STAKEHOLDERS
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EXECUTIVE SUMMARY
DIAN PLACE is a six storey condominium project that will rise in Dian street, about 88 meters
from Buendia Avenue, Bgy. Palanan, Makati City. The project has ten units per floor for a total of 50
condominium units plus one ground floor commercial unit and ten parking spaces (only four units are for
sale).
All the studio units have an area of about 22 to 26 square meters including balcony and laundry cages. The
units’ starting price is P75,000/sqm and increases by P3,000/sqm meter for each higher floor; while the
parking slots starting price is P700,000/ slot.
As a background, the recent global crisis which was triggered by the fall of the US economy, had greatly
affected the market of the condominium projects in late 2007. Since then, the emerging markets have
rebounded, of which the Philippines is a very successful participant. The Philippine buyers’ confidence
enabled the sale of pre-development stage of condominium projects which will take 4 to 5 years from the time
the project is launched. Given this scenario, the developers of DIAN PLACE decided to proceed with the lowrise condominium project as its entry in the condominium development industry.
The developer is IPADS Developers Inc, led and chaired by Mr. Robert Y. Cokeng of F & J Prince, a PSE- listed
company. Together with Mr. Rafael G. Yaptinchay of Century Properties and Mr. Roland U. Young of PEPCO,
they have initially capitalized and invested twenty million pesos for this low-rise condo development.
Praise Realty and Goldeast Realty has accepted to be the exclusive realty agent for the sale of the DIAN PLACE
units.
CURRENT MARKETING SITUATION
Some of the major property developers are the Ayala Land group, the Villar group, the SM group, Eton
group, DMCI group, Robinson group and Filinvest group. These developers are very optimistic that there is still a
huge demand for condominium projects and is evidenced by the numerous towers that they have launched
recently. In Makati area alone, there are about 5,684 units of studio and 1 BR medium priced condos that were
launched in 2010; almost all of them are high-rise 26 – 48 storeys condominium.
Given this scenario, DIAN PLACE’s developer, has decided to go for a low-rise condo development as its
entry in the condominium development industry. Since construction period will only be less than 18 months,
IPADS believes that potential buyers would prefer a shorter construction period and would prefer low-rise
condos.
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MARKET POSITIONING for DIAN PLACE
1.
2.
3.
4.
5.
6.
Accessible residence for junior executives in Makati CBD
Accessible residence for BPO agents in MOA and Makati
Second home for the young professionals who are currently renting apartments near the Makati CBD
Parents from the southern outskirts of Metro Manila who have children enrolled in universities in Metro
Manila
Investors who wants to small properties with rental income of about P12,000 per month
An Apartelle
Proximity and accessibility: to major thoroughfares e.g. LRT/MRT/buses to malls, SM MOA, AYALA Malls,
to schools, to supermarkets e.g. Cash n Carry, SM Hypermart to CBD
DIAN PLACE strengths
STRENGTH and OPPORTUNITIES
1.Low rise concept… Condo dwellers still prefer low rise condo as their residences
2. Short completion, of about 18 months
3. Low density, 50 units only, with 10 units per floor
4. Basic condos, almost ready to move-in, with balcony and laundry cages
5. Starting price of P75,000/sqm is the most attractive in the market
today; the P90,000/sqm for the highest floor is very competitive
compared to those of neighboring developments with turnover
dates of 2011/2012
6. Flexible payment term and special discounts for short term down-payments
7. Association dues will be augment by the rentals of 4 to 6 parking spaces
DIAN PLACE opportunity
1. Most developers are offering high-rise condos with completion time of 4 – 5 years. IPADS
Developers wants to provide low-rise condos at affordable price as an answer to the needs of
the busy working professionals and people from the outskirts of Metro Manila.
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BUILDING FEATURES
Ground floor commercial area
Elevator lobby
Parking at the ground floor
Elegant Elevator
Individual balcony ledge
Telephone and cable provision
Mailbox
24-hour security
Standby generator set
Fire detection and alarm system
Emergency lights and power supply
Automatic fire sprinkler
Cistern and overhead water reservoir
Underground fire reservoir
Septic Facilities
Roof Garden / Laundry cages
UNIT SPECIFICATION
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Floor Finishes
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Wall and Ceiling Finishes
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Kitchen Countertop
Kitchen Utilities
Kitchen Cabinets
density fibre
Closet
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Windows
Toilets
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Floor to floor height
600 x 600 mm Ceramic Tiles at Living,
Kitchen, and Bedroom
600 x 600 mm Ceramic Tiles on ommon
Lobby
300 X 300 mm Ceramic Tiles at bathroom
Gypsum board on ceiling of bathroom
and common lobby Plain cement on wall
with white paint ready for top coat
Solid synthetic countertop
Stainless dishwashing basin
Laminated (exterior/interior) medium
on base and upper cabinet
Laminated (exterior/interior) medium
density fibre closets
Clear glass on Analok aluminium frame
Porcelain lavatory set: water closet, wash
basin with faucet, toilet paper dispenser
and soap dish
Minimum of 2.8 meters gross height
NOTE: Features/specifications are subject to change without prior notice.
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Model Unit
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floorplans
UNIT H
UNIT C , D, & G
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UNIT B & I
UNIT A, E, F & J
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DISTANCES FROM DIAN RESIDENCES TO THE
FOLLOWING DESTINATIONS:
DISTANCES
DESTINATION
88 meters
-
to Buendia Ave (Mercury Drug,
Metro Bank and Banco de Oro)
320 meters
-
Via Dayap to Cash and Carry
500 meters
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via Finlandia to HyperMart
868 meters
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via Buendia to LRT Taft
1.97 km
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via Buendia to La Salle Taft
1.50km
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via Buendia to Ayala to MCBD
2.60 km
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via Buendia to Manila Peninsula
2.80 km
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via Buendia to Ayala to A.I.M.
3.80 km
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via Buendia to LRT Edsa
4.20 km
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via Buendia to Roxas Blvd to Mall
of Asia
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1109 Herrera Tower, VA Rufino corner Valero Sts., Salcedo Village, Makati City
Tel. No.: (632) 753-2532 Telefax: (632) 817-1386
www.praiserealty.com.ph
You Tube: Dian Place
Link: http://www.youtube.com/watch?v=MgT05-FnLgk
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